At the BRITE '12 conference, Howard Belk (Co-President) and Brian Rafferty (Global Director of Customer Insights) of Siegel+Gale discuss their second annual Global Brand Simplicity Index which provides an in-depth analysis on the impact of simplicity. According to the findings, not only is simplicity essential to a brand's success, but it's also a key ingredient in boosting profits. Which brands landed a spot in the top 10? The results may surprise you.

The BRITE conference on brands, innovation and technology is hosted by the Center on Global Brand Leadership at Columbia Business School.